Leveling Up Costa Brazil’s
Performance Marketing
Business Context
Costa Brazil approached us to generate more results from their paid and owned marketing efforts. The VP of Marketing wasn’t sure if the digital agency she was working with was working fast enough or had best-in-class knowledge of paid marketing channels and asked us audit the agency’s work.
The client asked us to deep dive into their paid social, paid search, and email marketing channels and recommend a list of optimization opportunities that would put them back on track to hit their goals.
Driving More Paid Social Revenue
By changing Costa Brazil’s budgeting, bidding and targeting tactics, we were able to deliver 268% more revenue with the same budget.
We set up custom conversion events and lookalike targeting to deliver 169% more time on site, which led to a more engaged audience to retarget. High end boutique stores act as another vote of confidence for an eCommerce beauty product. By geo-targeting the prospecting campaigns to the DMAs that had physical retail support, we were able to give website visitors a website experience that earned more trust.
17% Higher Return on Ad Spend from Paid Search
We improved CTR across search accounts by 903% by using single keyword ad groups to target more relevant keywords and testing a variety of ad copy that highlighted Costa Brazil’s unique value proposition vs competitors.
Using a combination of keyword, geographic, and device targeting, we drove more efficacy in their paid search spend and improved return on ad spend (ROAS) by 17% vs the previous agency.
Email Marketing
We increased Costa Brazil’s addressable audience and decreased the brand’s dependence on paid social traffic by acquiring over 1,000 emails on Instagram.
Using a combination of brand messages and promotional offers, we were able to demonstrate that Costa Brazil could drive sales from emails acquired from paid sources. Additionally, we set up post-purchase automated Klayvio email campaigns in order to drive repeat purchases from existing customers, which helped the Costa Brazil team extract more lifetime value (LTV) from their customer base.
New Channel Exploration
In an effort to reduce the brand’s reliance on Facebook & Instagram ads for traffic, we set up Costa Brazil’s first Pinterest, programmatic banner, and YouTube pre-roll campaigns.
The campaigns not only helped set benchmarks for each channel, but we were able to demonstrate how a multi-pronged media strategy could surround their target consumer in geo-targeted areas.